O deseño Cathay Pacific Sistema de Entretemento a Bordo de Michael Holler and Deniz Kurtcepe é un estimado gañador do moi prestixioso 2025 A' Design Award de Ouro na Categoría de Competición Deseño de Interface, Interacción e Experiencia de Usuario.
OuroInterface· 2025
Cathay Pacific Sistema de Entretemento a Bordo
de Michael Holler and Deniz Kurtcepe
Cliente: Cathay Pacific Airways Limited
Gañador do A' Design Award de Ouro na Categoría Interface
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Sobre Cathay Pacific Sistema de Entretemento a Bordo
Cathay Pacific In Flight Entertainment é unha interface dixital para pasaxeiros a bordo de aeronaves. O sistema adáptase a 14 tipos de pantalla e funciona en aeronaves Airbus A350, Boeing 777 e Airbus A321. Unha alta relación de contraste favorece a accesibilidade. A función My Journey permite aos pasaxeiros personalizar a súa liña de tempo de viaxe, e unha biblioteca de máis de 10.000 elementos multimedia ofrece filmes, programas de televisión, podcasts e compras. A navegación é posible mediante pantalla táctil, mando ou controis do asento. A función Watch Together permite a reprodución sincronizada con outros pasaxeiros.
O Recoñecemento
Sobre o A' Design Award de Ouro
Cathay Pacific Sistema de Entretemento a Bordo gañou o A' Design Award de Ouro, un recoñecemento inmensamente prestixioso outorgado a deseños de primeira clase, marabillosos e sobresaíntes. Os gañadores Ouro son creacións sumamente innovadoras, visionarias e glamurosamente deslumbrantes que reflicten o xenio, a sabedoría e a destreza dos seus deseñadores. Espérase que Cathay Pacific Sistema de Entretemento a Bordo sexa unha invención moi eloxiada, pioneira e monumental que ofrece un valor sen precedentes. Este deseño gañador do A' Design Award de Ouro é un proxecto espectacular e respectado que beneficia moito a arte, a ciencia, o deseño e a tecnoloxía e fai avanzar os seus límites. Cathay Pacific Sistema de Entretemento a Bordo crea intensos sentimentos de desexo, esperta a paixón, anima a creatividade e fascina.
Detrás do deseño
Kit de prensa
Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.
- Propiedades Únicas
- Cathay Pacific In-Flight Entertainment system is a next-generation, user-focused digital experience designed for seamless integration across multiple aircraft. The system adapts to 14 screen types and operates across Airbus A350, Boeing 777, and Airbus A321 fleets. Featuring an industry-leading triple contrast ratio, it exceeds accessibility standards. The intuitive My Journey feature allows for personalized travel experiences, while a content library of over 10,000 media options enhances passenger engagement. The interface design follows a research driven approach to maximize usability, aesthetics, and efficiency.
- Dimensións e Embalaxe
- Compatibility 3 Aircraft Types (Airbus A350, Boeing 777, Airbus A321)
Screen Variants: 14 Different Screen Types Seatback, Handset, Crew Control Units
Content Library 10,000 Media Items Movies, tv, Podcasts, Shopping
Interaction Methods Touchscreen, Handset, Seat Controls - Etiquetas
- Cathay Pacific, In-Flight Entertainment, IFE, Digital Experience, Passenger UX, Airline Technology, UI/UX Design, Aviation Innovation, Seamless Travel, Accessible Interface
- Tecnoloxía de Produción
- The IFE system is developed using a custom user interface framework optimized for multi-screen compatibility. It operates on Cathay Pacific diverse fleet, integrating with both modern and legacy hardware. The design process involved high fidelity prototyping, iterative user testing, and industry grade accessibility compliance. The system supports Android 5.0 and later, adapting to both seatback screens and handheld controllers. Motion graphics and micro-interactions were carefully crafted to enhance engagement while maintaining a non-intrusive experience.
- Reto de Deseño
- The biggest challenge was ensuring a seamless user experience across a mixed fleet, with varying screen sizes, hardware limitations, and operating systems. Adapting modern UI principles to 8-year-old technology while maintaining performance and accessibility required innovative development and rigorous testing. The harmonization of visual design across the aircraft cabin was another key challenge, ensuring minimal screen glare, visual consistency, and intuitive interaction across diverse passenger demographics.
- Investigación
- The research focused on improving digital engagement and accessibility in in-flight entertainment systems. The objective was to create a universally intuitive interface that supports a diverse passenger base. The research involved usability testing, demographic studies, and accessibility analysis. Data collection was conducted through controlled user sessions and real-flight observations. The system underwent over 1,000 tests with frequent flyers, business travelers, and airline crew. Results demonstrated a 35% improvement in content discoverability and a 22% reduction in service wait times. The insights from this research informed the final user interface design and accessibility standards.
- Inspiración
- The in-flight entertaintment system was inspired by the evolving needs of modern air travel, emphasizing seamless user interaction, accessibility, and personalized experiences. The design draws from aviation ergonomics and mobile user experience principles, integrating familiar interaction models into a multiscreen environment. Inspired by the perspective of looking at the world from above, the user interface blends natural aesthetics with intuitive navigation. Extensive user research, accessibility studies, and passenger feedback shaped the final design, ensuring it meets the diverse needs of travelers worldwide.
- Duración do Proxecto
- The project started in 2021 in Hong Kong, Amsterdam, Los Angeles, and Helsinki and was first deployed in August 2023, with a gradual rollout across the Cathay Pacific fleet.
- Fluxo de Operacións
- Passengers interact with the IFE system through intuitive touchscreen controls, handset navigation, and a dedicated seat interface. The My Journey feature enables users to personalize their travel timeline. AI-driven recommendations enhance content discovery, offering a rich selection of movies, tv shows, and music. The system also integrates seat controls and shopping functionalities, improving convenience. A Watch Together feature allows synchronized playback with other passengers. The interface ensures a seamless experience across different screen sizes and device capabilities.
- Patentes
- Copyrights belong to Reaktor, 2025
Cathay ™ Cathay Pacific - Membros do Equipo
- Designer: Deniz Kurtcepe
Designer: Michael Holler
Management: Iiris Bisi
Developer: Jussi Malinen
Developer: Per Jansson
Developer: Elias Benkhodja
Developer: Ville Orkas
Developer: Heikki Rauhala - Créditos das Imaxes
- Designer Michael Holler, Deniz Kurtcepe Cathay Pacific IFE UI Showcase, 2023
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